Is there anything dramatically different?
They wiped everything clean on Instagram a week ago, and they're back filling the grid. We are not sure if there is anything different enough for the brand to want to start with a clean slate or, as Versace stated earlier, to "relaunch with... the fall 2023 campaign in a magazine style format". Based on the nine posts so far, it is not immediately clear where the "magazine format" lies. The images have, as of now, been mostly monochromatic, with the first six from the current campaign, shot by the Wales-born duo Mert Alaş & Marcus Piggott. The images are somewhat sombre (might fierce be a better description?), a departure from the robust sexiness that we are used to. The "relaunch" seems more an image-driven exercise than one to sell individual pieces of merchandise. But, perhaps, it's still too early to tell what Versace would do with their IG messaging.
Social media is a must among luxury brands in managing what they wish to communicate to their fans, and not alike. And to establish a directly link to their visual-consuming audience. However, not all brands that had opted out of IG return, such as Bottega Veneta. But Versace is the most media-welcoming of all the Italian brands. They know how to use media, social or not. They disseminate glamour with the efficiency of auto-programmed environmental-fragrancing devices. Images seen before the wipe-clean were so glamour-driven that they seem ready to grab you at the collar and shake you if you are dressed far plainer. The current images, conversely, seem to show Versace in a somewhat minimalist mood. In the world of Versace, minimal does not mean that what they offer do not still grab. Donatella Versace told Highsnobiety recently, "If you are minimalist, you have minimal ideas in your brain, so I'm maximalist." Okay, Ms Versace, you win.
Images: versace/Instagram
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